Pixotope appoints Sam Leadsom VP sports for global business development

Sam Leadsom has joined Pixotope as VP for global business development in sports. The appointment outsets the company’s new vertical focused on sports, showcasing its continued efforts to deliver virtual production solutions for global broadcast sports.

A senior executive with 30 years of experience in delivering editorial and commercial success across the media industry, Leadsom’s career is deep rooted in sports broadcasting. His previous roles have included positions at IMG, Fox Sports and Sky Sports. Most recently, he acted as broadcast director at SailGP, where he oversaw the media strategy and commercialisation of the sports championship, leading broadcast content, sales and distribution.

At Pixotope, Leadsom will be responsible for driving global and integrated new business opportunities in the sports broadcasting marketplace, working closely with sector leads and partners to further improve the delivery of Pixotope’s service offering across the live sports industry.

He said: “This new role opens up a whole new business vertical for Pixotope focused on sports broadcasting and showcases the company’s commitment to delivering outstanding solutions to partners and distributors in the live sports industry. Pixotope’s powerful technology is already the go-to solution for augmented reality in sports broadcasting and I couldn’t be more thrilled to join this venture during such an exciting period of growth.”

Pixotope has collaborated with global sporting events and brands including Super Bowl and the MLB. Its software offers native Unreal Engine rendering with WYSIWYG editing, providing photorealistic graphics that can be modified in real-time and broadcast live on-air. Another of Pixotope’s key features is its standalone Tracking Server, connecting Pixotope with all of the major real-time camera and object tracking systems. These features give studios new ways to produce engaging live sporting coverage and events, from CG crowds filling empty stadiums to interactive visuals detailing the routes of extreme athletes.

David Dowling, Pixotope chief revenue officer, commented: “Augmented reality and real-time game engines are transforming how audiences engage with and consume live content, particularly broadcast sports. These modern content production tools are expected to impact ticket sales and create new revenue streams exponentially. By opening up this new business vertical, we position Pixotope’s software at the forefront of the revolution. I’m thrilled to have Sam on board to guide us through this journey and confident his breadth of experience and skills will drive Pixotope’s use industry wide.”

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